Out of home advertising specialist Primedia Unlimited’s agile and adaptable sales structure has allowed it to turn a worthwhile corporate social investment initiative into a commercially viable partnership for client Shesha Tuks and advertiser Old Mutual.
Primedia Unlimited secured the exclusive advertising rights for the Tuk Tuk vehicles – that are traditionally associated with the bustling streets of cities like Mumbai or Kinshasa – after the vehicle operators approached them to secure the commercial sustainability of the project. This followed a lengthy two and a half year battle to secure the appropriate licences and despite the challenge of it being a highly capital intensive project upfront.
“Fortunately, Old Mutual came on board and recognised this is more than just advertising, but also a transport solution as well as a job creation project for the 25 Tuk Tuk drivers,” says Primedia Unlimited CEO, Ken Varejes. “Not only is Old Mutual’s brand presence significantly increased within the Sandton business district, but this cost effective, experiential advertising platform ensures a memorable experience for consumers and promotes brand longevity.”
The TukTuks are now acting as mini moving billboards for five beneficiaries of the Old Mutual Foundation’s corporate social investment (CSI) initiatives namely, LEAP Science and Maths School, the Heiveld Co-operative, the Bulungula Lemon Grass Ladies, Old Mutual Legends Programme and the Wildlands Conservation Trust. They are currently centred around the Sandton CBD, providing an ideal customer base of commuters who need a short trip to their destination at a competitive rate